Rotterdam-based design studio From Form, founded by Ashley Govers and Jurjen Versteeg, embodies the synergy of graphic design, film, and animation. Both alumni of the Willem de Kooning Academy, their story is one of shared passion, experimentation, and a mutual drive to create. As Ashley says, “It’s about finding that balance between what excites us creatively and what serves the client.”
From the Academy to the Studio
Ashley and Jurjen first met in 2007 during their first year at WdKA, where they pursued different disciplines. Ashley in Interior Architecture and Jurjen in Audiovisual Design. Their connection began at a student-organized event called Heldenavonden (Heroes’ Evenings), where Ashley recalls, “It felt like a mini-Zomergasten, with interviews and clips by inspiring creators.”
By their final year, their romantic relationship evolved into a professional collaboration. “Jurjen was working on his graduation film about title sequences,” says Ashley. “I helped with the art direction and we filmed it together. That’s when we realized how naturally our collaboration flowed.”
Building a Studio
After graduating, Ashley and Jurjen began working together informally. Their initial projects were spontaneous and organic, often born from shared curiosities. "We didn’t set out to create a studio," explains Jurjen. “But the projects kept coming, and it just made sense.”
Their big break came with Mr. Emelton’s Cabinet of Curiosities, a short film for the OFFF Festival in Barcelona. Reflecting on the project, Ashley notes, “We threw everything into it: building sets, engraving names, and crafting an entire aesthetic. It was exhausting but exhilarating.” The film caught the attention of commercial clients, leading to more opportunities. “It was a naive step into the world of business, but we were hungry to create,” says Jurjen.
Their first workspace under Rotterdam’s Hofbogen became a creative playground, but had its challenges. “It was practically a squat. It had no heating, but it was ours,” Jurjen laughs.
Defining Milestones
One of their defining moments was in 2016, when they were invited to design the visual identity for the festival Into the Great Wide Open. “When that email came in, I didn’t believe it,” Ashley recalls. “I thought it was a mistake. Then we realized they were serious, and we cracked open a six-pack to celebrate!”
The project allowed them to dive into a multidimensional approach, merging photography, painting, and animation. “We even biked around the island with mirrors to capture textures and reflections,” Jurjen remembers. The experience was pivotal: “It shaped the multidisciplinary core of our studio and showed us what we’re capable of.”
A year later, they worked on Cineville’s campaign about the power of film. Jurjen describes it as “a project that resonated deeply with us. It let us lean into our love for cinematography and storytelling.”
Evolving the Studio
Initially represented as a directing duo a creative agency, From Form rebranded in 2022 . “We felt the need to profile the multi-disciplinary character of the studio,” Ashley explains. “The projects were exciting, but we wanted more autonomy.”
They launched a new website, marking their transition to an independent creative studio. “It was about taking control of our identity,” Jurjen says. “For us, the studio isn’t just where ideas are born, it’s where they come to life.”
Today, they’re more selective about projects, ensuring they align with their creative ethos. “The work you take on shapes how others perceive you,” says Ashley. “It’s important to choose clients and projects that excite you personally.”
Reflections on WdKA
For both Ashley and Jurjen, their time at WdKA was transformative. “The academy was a playground,” says Ashley. “We could experiment with disciplines like photography, drawing, sculpture and just create. There’s no other space like it.”
Jurjen agrees: “It’s a time to get lost, and that’s so healthy. At the academy, you’re surrounded by like-minded people who inspire you to push boundaries.”
Their advice to current students? “Use the academy to explore without compromise,” Ashley urges. “Find what drives you and protect that passion.” Jurjen adds, “Don’t rush into the ‘serious world.’ Play, make mistakes, and let your creativity lead. The rest will follow.”
As Ashley and Jurjen reflect on their journey, they hope to inspire others to embrace the uncertainties of the creative process. “Every step shaped us,” says Jurjen. “And we’re still evolving, that’s the beauty of what we do.”
